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Research papers

SIMALTO

The paper discusses a new market research data collection technique designed to become part of a combined product/market forecasting system. The market research described is particularly applicable to product planning in mature markets where repeat...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: J. L. Green
June 15, 1977

Research papers

LAMDA

Customers are increasingly demanding, and successful companies need to design and introduce new ways to offer customer value. However, the process is not complete until they design control systems, provide a support decision tool able to identify and...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Núria Agell, Lluis Martinez-Ribes, Mònica Casabayó, Juan Carlos Aguado
September 23, 2001

Research papers

Prediction techniques for advertising & circulation

This paper discusses the uses of a number of forecasting techniques that have been investigated within IPC Magazines. Forecasts are required as part of one or more of the company's various planning processes which range from long term (up to five...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: David Nicol
June 15, 1972

Research papers

Forecasting in consumer research (German)

Everybody who is engaged in providing goods or services wants to act upon the American saying, "Buy today the newspaper of tomorrow". For this purpose he turns to the market researcher. If no clear answers can be found for the basic questions, he...

Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Charles Schlaepfer
June 15, 1961

Research papers

Use of the shape technique for forecasting pharmaceutical markets

SHAPE is a comparatively new forecasting technique which was not commercially available at the time our original work was undertaken. This technique has certain features which potentially make it an attractive forecasting technique for use with new...

Catalogue: Seminar 1977: Foresight Or Hindsight?
Author: Hugh Robert Stammers
Company: KANTAR TNS Malaysia
March 1, 1977

Research papers

Supporting marketing decisions by forecasting and simulation based on panel data

The case study will show how consumer panel data are integrated into a consumer-oriented marketing model, how hypotheses on consumer's reaction can be checked and how different pricing strategies can be simulated.

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Authors: Rudolf Lewandowski, R. Otterpohl
June 15, 1987

Case studies

Forecasting results of an advertising campaign

Is it possible today for a firm which is thinking of devoting a considerable sum to the financing of an advertising campaign to obtain a fairly accurate forecast of tho results of the campaign either from its publicity department or its advertising...

Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Nicolas Steinberg
June 15, 1967

Research papers

A new generation of craftsmanship

We set ourselves the challenge of forecasting the future for our insights engine, asking ourselves a series of questions about how we conceive insights across Unilever as a whole, how the field of insights is evolving, and about the needs and...

Catalogue: Congress 2018
Author: Myralda Derks
September 23, 2018

Research papers

Predicting sales volume and market shares

The paper argues the case for extending the value of much market research data concerned with concept testing, concept/product use testing and usage and attitude tracking studies by employing modelling systems to predict sales volume or market...

Catalogue: Seminar 1983: New Product Development
Authors: Peter Sampson, Patrick G. M. Standen
Company: Burke, Inc.
November 2, 1983